Свежие новости и отзывы о Moz

Posted by randfishWhen is it smart to focus on viral-worthy content and clickbait? When is it not? To see fruitful returns from these kinds of efforts, they need to be done the right way and used in the right places. Rand discusses what kind of content investments make sense for this type of strategy and explains why it works in this week's Whiteboard Friday.
Click on the whiteboard image above to open a high-resolution version in a new tab! &amp;lt;span id="selection-marker-1" class="redactor-selection... →

Posted by Dr-PeteOn Wednesday, Google launched a large-scale experiment, removing organic results from a small set of searches with definitive answers such as this one for "What time is it in Seattle?":
These SERPs display a Knowledge Card with a "Show all results" button and no additional organic results or SERP features. Danny Sullivan wrote on Twitter that this is currently limited to a small set of answers, including calculators, unit conversions, and some time/date queries. Here's another one, converti... →

Posted by R0bin_L0rdWhat is Unbounce?Unbounce is a well-known and well-regarded landing page creation tool designed to allow HTML novices to create impressive and impactful landing pages, while offering scope for more experienced coders to have a bit more fun.
In this post, I’m going to list some solutions to what I refer to as the “one form” problem of Unbounce, their strengths and weaknesses, and which I personally prefer.
What is the "one form" problem?As with any system that tries to take complex proces... →

Posted by AlliBerry3One of the advantages of working for an agency is the volume of websites we get to evaluate. The majority of clients who sign up for ongoing SEO and/or content services will receive a content audit. Similar to a technical SEO audit, the results of the content audit should drive the strategies and priorities of the next stages of content work. Without the audit, you can’t create an effective strategy because you first need to know what types of content you’ve got, what content you’re miss... →

Posted by SarahBirdYay! We’ve traversed another year around the sun. And I’m back with another Moz year-in-review post that promises to be as boring as its predecessors. Reading it feels like being locked in your tin can space capsule through lightyears of empty space. If you’re a little odd and like this kind of thing, do please continue.
Before we begin our odyssey, I invite you to check out previous reports: 2016, 2015, 2014, 2013, 2012. Transparency is a Moz core value. Putting detailed financial and cu... →

Posted by BritneyMullerWinning featured snippets is one of the best ways to get visibility on page one of Google's SERPs. It's a competitive environment, though, and there are tons of specific considerations when it comes to increasing your chances of earning that spot. Today's Whiteboard Friday, number one of an upcoming three-part series, is brought to you by Moz's resident SEO and mini-pig advocate, Britney Muller. She covers the keyword research you'll need to do, evaluating your current ranking, and re... →

Posted by andrewchocoPicture this scenario. You’re a new employee that has just been brought in to a struggling marketing department (or an agency brought on to help recover lost numbers). You get access to Google Analytics, and see something like this:
(Actual screenshot of the client I audited)
This can generate two types of emotional response: excitement or fear (or both). The steady decline in organic traffic excites you because you have so many tactics and ideas that you think can save this company fro... →

Posted by randfishPouring money into a paid ad campaign that's destined to fail isn't a sound growth strategy. Time and again, companies breaking into online ads don't see success due to the same issue: they aren't known to their audiences. There's no trust, no recognition, and so the cost per click remains high and rising.In this edition of Whiteboard Friday, Rand identifies the cycle many brands get trapped in and outlines a solution to make those paid ad campaigns worth the dollars you put behind them.
C... →

Posted by Daniel_MarksAlmost every consultant or in-house SEO will be asked at some point to investigate an organic traffic drop. I’ve investigated quite a few, so I thought I’d share some steps I’ve found helpful when doing so.
Is it just normal noise?Before you sound the alarm and get lost down a rabbit hole, you should make sure that the drop you’re seeing is actually real. This involves answering two questions:
A.) Do you trust the data? This might seem trivial, but at least a quarter of the traffic dro... →

Posted by Dr-PeteEarly search engines were built on an unspoken transaction — a pact between search engines and website owners — you give us your data, and we'll send you traffic. While Google changed the game of how search engines rank content, they honored the same pact in the beginning. Publishers, who owned their own content and traditionally were fueled by subscription revenue, operated differently. Over time, they built walls around their gardens to keep visitors in and, hopefully, keep them paying.
O... →

Posted by Danielle_LaundersYou’ve got that conference looming on the horizon. You want to go — you’ve spent the past few years desperately following hashtags on Twitter, memorizing catchy quotes, zooming in on grainy snapshots of a deck, and furiously downloading anything and everything you can scour from Slideshare.
But there’s a problem: conferences cost money, and your boss won’t even approve a Keurig in the communal kitchen, much less a ticket to a three-day-long learning sesh complete with its own trav... →

Posted by randfishBuilding an online community sounds like an attractive idea on paper. A group of enthusiastic, engaged users working on their own to boost your brand? What's the hitch?Well, building a thriving online community takes a great deal of effort, often with little return for a very long time. And there are other considerations: do you build your own platform, participate in an existing community, or a little of both? What are the benefits from a brand, SEO, and content marketing perspective? In ... →

Posted by JoyHawkinsFake reviews are a growing problem for those of us that own small businesses. In the online world, it's extremely easy to create a new account and leave either a positive or negative review for any business — regardless of whether you’ve ever tried to hire them.
Google has tons of policies for users that leave reviews. But in my experience they're terrible at automatically catching violations of these policies. At my agency, my team spends time each month carefully monitoring reviews for... →

Posted by sanfranWhat does Google consider “quality content"? And how do you capitalize on a seemingly subjective characteristic to improve your standing in search?
We’ve been trying to figure this out since the Hummingbird algorithm was dropped in our laps in 2013, prioritizing “context” over “keyword usage/frequency.” This meant that Google’s algorithm intended to understand the meaning behind the words on the page, rather than the page’s keywords and metadata alone.
This new sea change meant the algorith... →

Posted by willcritchlowDigital marketing is measurable.
It’s probably the single most common claim everyone hears about digital, and I can’t count the number of times I’ve seen conference speakers talk about it (heck, I’ve even done it myself).
I mean, look at those offline dinosaurs, the argument goes. They all know that half their spend is wasted — they just don’t know which half.
Maybe the joke’s on us digital marketers though, who garnered only 41% of global ad spend even in 2017 after years of strong g... →

Posted by randfishSame content, different domains? There's a tag for that. Using rel=canonical to tell Google that similar or identical content exists on multiple domains has a number of clever applications. You can cross-post content across several domains that you own, you can benefit from others republishing your own content, rent or purchase content on other sites, and safely use third-party distribution networks like Medium to spread the word. Rand covers all the canonical bases in this not-to-be-misse... →

Posted by Jackie.FrancisIn SEO, reviewing content is an unavoidable yet extremely important task. As the driving factor that brings people to a page, best practice dictates that we do what we can to ensure that the work we've invested hours and resources into creating remains impactful and relevant over time. This requires occasionally going back and re-evaluating our content to identify areas that can be improved.
That being said, if you've ever done a content review, you know how surprisingly challenging ... →